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41 Iss: 6, pp.422 – 441. • Consumer attitudes and loyalty towards store brands - Ronald E. Goldsmith, Leisa R. Flynn, Elizabeth Goldsmith and E. Craig Stacey - International Journal of Consumer Studies, Volume 34, Issue 3, pages 339–348, May 2010. • Determinants of Consumer Attitudes toward Brand Extensions - By Iyer, Shobha G.; Banerjee, Bibek; Garber, Lawrence L. - International Journal of Management , Vol. 28, No. 3.
(2006), in the gathering paper, have said that administration or item itself is one of the central variables of consumer loyalty; characterized as a framework that client experiences to get the quality for cash. Newman et.al. (2001) opined that client administration is an essential for consumer loyalty. The estimation of administration comprises of eight measurements viz. unwavering quality, certification, access, correspondence, responsiveness, affability, compassion, and tangibles (Brown, 1997; Caruana and Pitt, 1997; Cooke, 1998; Homburg and Garbe, 1999; Clemes et al., 2001; Sower et al., 2001; Yang et al., 2003).
Connecting Findings to Conceptual Framework The brand equity model, developed by Aaker (1991), was the conceptual framework used to complement this case study. The five brand equity components of the model include: 1. Brand loyalty a. Retaining and attracting new customers b. Decreased marketing costs 2.
Argote, L. and Epple, D. (1995). The acquisition, transfer, and depreciation of knowledge in service organizations: productivity in franchises. Management Science, 41(11), 1750-1762. Tsai, W. (2001). Network transfer in intraorganizational networks: effects of network position and absorptive capacity on business unit innovation and performance.
Article 15: Keller, K. L., & Richey, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Journal of Brand Management, 14(1-2), 74-81. o Review of Literature for article 15 • Purpose of the study Purpose is to find the formal analysis over the brand new techniques to improve their brand plannings. • Methodology adopted The three core dimensions of corporate brand personality and two traits for each dimension that are crucial for marketplace success • Findings The most fundamental challenge of management is how to reconcile or address the many potential tradeoffs that can exist in making marketing and other decisions. • Managerial implications Brand personality has been defined as the human characteristics or traits that can be attributed to a brand.
Such as corporate brand strategy associate, and corporate value system and product identity; it evaporated organizational culture and corporate image. It provides a sense of trust and quality of the product, but for this, it is necessary to be a strong company in its value system, culture, identity and ensure trust and confidence by the public (Singh B. (2014) “Measuring Effectiveness Of Branding Strategy Using Second Order Factor Analysis”). Brand strategy has a free market position individualism, but it requires a lot of investment in the company 's marketing mix, so the company should be prepared and this strategy should able to afford. Mixed brand strategy has the advantages of both but their specific requirements are the same either or both of the above strategies (Singh B.